The LEGO Group · Global · 2026Digital & Tech · Design & Packaging
LEGO SMART Play.
A responsive LEGO brick adds sound and light to physical building and imaginative play.
- Brand
- The LEGO Group
- Agency
- The LEGO Group
- Market
- Global
- Region
- Global
- Year
- 2026
Campaign images
The challenge
LEGO wanted to introduce interactive technology while keeping children in control of their own stories.
The idea
The SMART Brick responds to compatible tags, minifigures and physical actions. Sensors, lights and sound bring built scenes to life without requiring a screen, with Star Wars sets introducing the system.
Results
- LEGO announced SMART Play at CES in January 2026, with the first sets scheduled for release on 1 March.
Case study source: The One Show 2026 Source ↗
Credits
- Client / In-house creative team
- The LEGO Group
- Development partner
- Cambridge Consultants
